What to post when you don’t know what to post
Yeah yeah yeah, another post where I’m basically talking to myself. But here’s something I’m currently struggling with, and maybe you are too. I adore Gary Vaynerchuk. The man has built a $350 million dollar+ media company and knows how to scale on social. He says “you need to post 30 times/ day”. WHhhhatt? Hahaha 😂 yeah that’s not going to happen. But I really should post something. Does this sound like you too?:
You open your phone, determined to post something for your business, anything, and suddenly your brain turns into static.
“What do I even say? Who cares? Is this too boring? Too braggy? Too… me? What do I even do again?”
And just like that, you talk yourself out of posting at all.
But here’s the thing: your audience doesn’t need perfection, they need connection. They want to know there’s a real person behind that logo. So, when you don’t know what to post… post something that helps people see you, trust you, or learn from you. To let them know: there’s someone else on this crazy planet who gets it.
Here are 7 ideas you can pull out of your back pocket next time you’re staring at that blinking cursor (and I’m going to follow my own advice, I swear):
Just post! It’s as simple and as complicated as that.
1. Show your face (or your space)
People love to see where the magic happens. Snap a photo of your desk, your shop, your truck, or your coffee-fueled chaos.
Caption idea: “It’s not always glamorous, but this is what small business looks like today.” OK that sounds cheesy (see, there’s me questioning again) but make it more you.
2. Share a small win 🏆
It doesn’t have to be huge. Did a customer leave a nice review? Did you finally organize the back room? Post it!
It gives people permission to celebrate their small wins too. And also for them to see that not every business owner just has endless dollars and a private jet.
3. Give a behind-the-scenes peek
Everyone loves a “how it’s made” moment. Show your process, your prep, or even your mess.
You’re not giving away trade secrets, you’re giving people a reason to care.
4. Tell a mini story
Storytelling builds connection. Marie Forleo says “Facts tell, stories sell.”
Talk about the time you almost quit, the moment that made you start, or the time you accidentally showed up at a Chamber of Commerce meeting in your PJ’s (that actually happened to me. See? I’m creating already).
Stories stick. Facts don’t.
5. Answer a common question
If you’ve said it twice this week, post it once.
You’re probably already teaching all day: your team, your customers, your sister. Just bring that same info online.
Feature a friend! (Shout out to EM Ledford Pottery, Nita’s Farm Fresh Cafe, Bula’s Dead Media and Garrett’s Guns & Ammo 😉
6. Lift someone else up
Share another small business you love, a special vendor who helps out, or a local event. It’s good karma and great content 👌.
7. Say what you’re learning right now
People love progress. You don’t have to have it all figured out or have perfectly polished posts, just share the journey.
“Here’s what I’m working on this week…” goes a long way toward building community and trust.
-Gary Vaynerchuk
The Bottom Line
Don’t overthink it. Every post doesn’t need to be a marketing masterpiece. Data, as of today in 2025, shows that most social platforms are prioritizing organic, self-made content over polished and professional content. Sometimes the post that connects the most is the one you almost didn’t share.
Gary Vee suggests (in his awesome off-color way): “Just f*cking POST. Your dog, your blueberry muffin, the sandals you don’t want to throw out. Quality does matter, but that doesn’t matter if you’re not going to post at all”. ⬅️ Seriously, follow @garyvee anywhere on anything. He’s motivational and direct and will fire you UP!
So when in doubt?
Show up. Speak from where you are. Hit “post.”
Because done builds connection. And connection ultimately builds business.
You hear me, Sam?! Just POST.
💡Gary Vee has put together a 40 page deck for FREE to teach us. I highly recommend you check it out ➡️ Day Trading Attention
💡💡Ask AI for help! It’s as simple as going to ChatGPT and typing in: Give me 10 ideas for Instagram posts. Use all or use one, or ask for more. You’re sure to get something.
Are you having trouble with what to say? Do you have a ton to say, but don’t know how to put it out there? We want to hear about it! Join The Hub, North Community.
Test out ideas, bounce thoughts around, brag a little! This is a community of people just like you - no stuffy high and mighty business types. Just real entrepreneurs having genuine conversation. Let’s GO! 🎉